Utah Ski Resorts Want to Increase Market Share

None by KCPW

7% of Skiers Choose Utah

(KCPW News 11/22/06) Colorado captures 20 percent of the American ski market compared to Utah's seven percent. Ski Utah's Hilary Reiter says the state is working hard to increase market share for the Beehive State:

"The Utah Office of Tourism devoted almost $2.5 million in total advertising dollars just for Utah's winter product, which obviously is mostly skiing and snowboarding - and that does not include any co-op advertising that is out there."

The cooperative marketing arm for Utah's 13 ski resorts, Ski Utah is placing television buys in big markets like New York City and Los Angeles, as well as commercial runs on cable networks and DirecTV, and print ads in Outside Magazine, National Geographic Traveler, and Delta's inflight Sky Magazine. That's all aimed at attracting tourists to the slopes. Locally, Reiter says Ski Utah has added blogger Kent Hyden to help Utahns plan their ski days:

"I'm going to be blogging basically on ski conditions at the resorts, different terrain to go to, basically powder runs, groomers, park, après ski, on-mountain dining - basically just kind of my entire ski experience at these different resorts."

According to Ski Utah's latest research, 56 percent of skiers are now local.

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